SailGP and IMG extend partnership to help with future growth


SailGP boat racer

SailGP, one of the world’s fastest-growing sports properties, today announced a multi-year renewal agreement with IMG, a leader in sports, events and media, to continue as the racing league’s global agency of record and drive the future growth of the property.

IMG will focus on expanding SailGP’s global media rights distribution – working alongside SailGP’s in-house team – and developing new commercial partnerships for the league, its participating teams and events, as well as providing strategic support and assistance to SailGP’s commercial team. The company will continue to shape SailGP’s long-term growth ambitions utilising the full range of services across the IMG network, as well as supporting SailGP’s commitment to championing a world powered by nature through transformational purpose-led partnerships.

SailGP first partnered with IMG, which is part of Endeavor – a strategic investor in SailGP – in 2020 ahead of its second season. The league has grown significantly since its launch in 2019, loved by fans around the world for its high-speed, high-tech, nation versus nation format at iconic stadium-style venues. It is broadcast in more than 200 territories, has built an impressive and growing roster of partners including Rolex, Oracle, NEAR and Cognizant, and has experienced significant growth and engagement across all digital channels.

The league made its debut in New Zealand this season and recently announced an expanded Season 4 schedule – starting June 16-17 in Chicago – with 12 events that will bring the action to Canada and Los Angeles for the first time, culminating in the winner-takes-all Grand Final in San Francisco July 13-14, 2024

Andy Thompson, Managing Director, SailGP, said: “IMG has been an integral part of our success and growth to date, working in partnership with our own commercial and broadcast teams. It is no secret that we have ambitious goals and aims as we accelerate the growth of our league into new territories and sectors and build our fan base around the world. The extension of our agreement with IMG is a key part of this strategy as we continue to develop exciting new commercial partnerships for the league, our teams and our events that we believe will be game-changing, not just for SailGP but also for the wider industry.”

Robbie Henchman, President of Global Partnerships, IMG and On Location, said: “In just three seasons, SailGP has quickly established itself as one of the world’s fastest-growing sports properties and we, like so many fans around the world, are excited about the future of this dynamic, forward-thinking league. Together with SailGP and IMG’s global network and expertise, we aim to continue delivering major partnerships that can be transformational for SailGP and the broader industry, fuelling further global reach, fan engagement and long-term commercial growth.”

SailGP and IMG are exploring further opportunities to grow the league together via other areas of the Endeavor network, including Seven League, 160over90, Film 45 and Endeavor Analytics.